CHARITIES, THEIR BRANDS, BENEFICIARIES AND HOW TO EFFECT CHANGE

For a charity campaign to achieve it's desired change, a pressing issue should be fronted by an individual who has been personally affected by it

"Most charities exist because their founders believed the future could be different if they mobilised supporters", but Mandy Johnson of the Guardian believes

"This vision is being lost.

"Charities are reluctant to create change if the method of doing so does not shine a light on their organisation and comply with brand guidelines.

"Branding is important, but surely, if you have the opportunity to make a difference, that has to take priority.

"...charities seem to be slowing down action because they want their brand to be centre stage", reports the Guardian

ALANA AND JAMES' STORY

James Inness is a young man with Down's Syndrome

He had been able to live independently due to the help of support workers paid for by his local council

The 2013 budget cut meant that James was issued an eviction notice

Oxfordshire County Council could no longer afford to support James to live an independent life

James' sister, Alana contacted the charity 'Scope' and was advised to start a petition

Thousands of people read Alana's story and pledged their support on her e-petition

In less than a month, Alana had met David Cameron and secured national media coverage

The council agreed that James's tenancy could be extended for six months while it found a more permanent solution

Alana did not start a charity and does not have a brand but an understanding that if you have a compelling story and access to the internet, one can get mass mobilisation and 'Scope' understood that too.

SCOPE'S STRATEGY

Took a back seat from the campaign that achieved positive, national media attention

Understood that change could happen quicker by using Alana and James's unfettered testimony and that the council's small concession for one person could lead to a bigger systematic change for the masses

They also understood that personal testimonies grab media headlines and create change

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